Building Luxury Fashion Brand Part 2 Premium Price & Exclusivity

6. Premium Price 

As the luxury fashion brand positioning say itself, premium price not only reflected the handmade product and quality attribute associated with luxury, but also suggested the element of exclusivity of a product as a high price creates a barrier of entry.

7. Exclusivity 
Exclusivity is inherent to luxury brand positioning. The companies try to control the distribution and accessibility of the brand to ensure exclusivity.

Front row at Fashion Show

Front row at Fashion Show

Chanel Store

Chanel Store

Building Luxury Fashion Brand Part 2 - Product Integrity & Brand Signature

This post I will talk about Building Successful Brand which is still in Part 2 because I still talk about the characteristics. 

3. Product Integrity 

Product quality, Craftsmanship and attention to detail are significant to fashion firms. To achieve fashion status the companies  need to invest a lot of money in innovation and creativity. 

Last month, I have been to Valentino Exhibition which showed 139 dresses. This  exhibition make me understand why Valentino is the one of the most famous luxury fashion brand in the world. Some gown took more than 40 years to finish which some of them need special craftsmanship and very in detail to make it. The method or the way they embroider or the design, it shows their brand identity and product integrity including brand signature.  

Valentino

Valentino

Valentino

4. Brand Signature 

The importance of the brand signature and iconic products refer to as the designers' style, hand writing or 'brand DNA'

When the brand products a lot of products or sell numerous product categories that need to be consistent and coherent which will minimize the damage of confusing the consumer. 

Chanel

Chanel

Dior

I will talk about the rest of characteristic in the next post. 

Ideas for Fair Trade Project

After I have been searching about consumer behaviour about Fair Trade Product. I found that the young people might think that Fair Trade clothes or other products suit for old people and old fashion. In fact, there are various price and many product range. Some products sell at reasonable price.  I think I might come with project that I can help to change the perception of some group of people especially young people. 

Therefore I come up with 4 questions. 

1. How customer think about fashion brand using Fair Trade supply ?

2. How customer feel when they buy the product from Fair Trader (Fashion Products) ?

3.How  customers think Fair Trade product will be added value or devalued ?

4. Does celebrity endorsement could change the perception if the big designer use fair trade material ?

Fair Trade Fashion Accessories 

Creating Collaboration or New Marketing Campaign is my idea which i think might help to change  perception of young people. PR, Event and Digital Media are important tools nowaday which might help to promote Fair Trade and increase awareness including approaching new target market as young people to get to know more about Fair Trade Products. 

Fair Trade Gifts 

Building Luxury Fashion Brand Part 2 -Marketing Communication

2. Marketing Communication is a tool which the firms use to promote their brands to customers' eyes. Luxury Fashion brands invested a lot of money to in communication strategies. Each company use different tool which might depend on their goal and their strategies.  

Before in fashion industry seems fashion show, advertising and PR are core tool which they use to promote their brands and their new collection. Recently, celebrity endorsement is another important tool that the brands use. As you can see from the magazine cover or new collection campaign. Because of celebrities have influence to  consumer behaviour. 

Nicole Kidman with No 5 Campaign

Emma Watson with Burberry

Natalie Portman with Christian Dior

In my opinion, celebrity endorsement is one way which the brand can get media coverage. However, it depends on the level of popularity of celebrity as well. The more the brand get media coverage, the more become popular.

PRADA in Vogue

PRADA in Vogue

Chanel in Vogue Spain

Building Successful Luxury Fashion Brand Part 2

Previous post I talked about Building Successful Luxury Fashion Brand, I still  talk about it in this post. As I mentioned Okonkwo’s model which consist of 10 major characteristics which create successful luxury fashion brands. 

1. Clear Brand Identity 

I would like to give example a brand which is very good example and you can think about it  only a second even I did not give you a clue.

Chanel is a fashion luxury brand which I think it has clear brand identity. They always come with Black & White clothes each collection, Tweed Jacket and Chanel Classic handbag.  All of those are Chanel identity which customers can recognize the brand easily which has been long time since the brand established.

CHANEL SPRING 2013 Ready-to-Wear

CHANEL SPRNG 2013 Ready-to-wear

CHANEL SPRING 2013 Ready-to-Wear

CHANEL & MARIE-HELENE ARNAUD 1959

CHANEL CLASSIC BAG

CHANEL FALL 2012 COUTURE

Pictures from style.com

The second characteristic will be in the next post. Stay tune !

Building Successful Luxury Fashion Brand

                                        

Louis Vuitton 

MIU MIU 

As I mentioned previous post about luxury fashion brand, it is not easy to build successful brand. Being successful luxury fashion might not be easy path to reach this goal with the increasing of market growth and competitive pressure,so many luxury fashion brands in the market try to keep the their position and expand their customer base.  

Bernard Arnault, the chief executive officer (CEO) Of LVMH mentioned that the corporate identity, culture, and spirit are crucial to show creative excellence for luxury brand development (Fionda and Moore, 2009).

Valentino

MIU MIU

Phau and Phendergast (2000) also claimed that the significant element of luxury brand consist of recognized brand identity, quality, exclusivity and customer awareness

I agree with the statement above because in my opinion the successful brand  starts from having clear brand identity, however there are many more elementary which are important to create the successful luxury brand. then I pick Okonkwo’s model, this model point out 10 core characteristics to be as successful luxury fashion brand which are composed of.

(1) distinct brand identity

(2) global reputation

(3) emotional appeal

(4) innovative or unique product

(5) consistent delivery of premium quality 

(6) heritage of craftsmanship

(7) premium price 

(8) exclusive in goods production

(9) high visibility 

(10)tightly controlled distribution. (Fionda and Moore, 2009) 

pictures from style.com

Luxury Fashion Brand

Not an easy to build successful brand,  Chanel is the one of successful luxury fashion brand which Chanel bag is iconic item which women all over the word desire.

As Chernatony and Mcdonald (2003) demonstrated  "A successful brand is an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values which match their need most closely."

However, recently there are many luxury fashion brands in the market , so the  firms need to find the branding strategies to maintain their brand reputation.

   

                       

               Alexander McQueen                                                    LANVIN 

                         







                                                                       Photo Collage from Shopstyle.co.uk and Style.com




Fionda and Moore (2009) stated that within the luxury proposition, the concept of the brand especially the brand name and identity, which is considered as fundamental.